LG today introduced its latest software by announcing the LG Optimus UI 3.0. The newer version of LG’s custom user interface is based on Android 4.0 Ice Cream Sandwich, and is part of the Korean manufacturer’s efforts to better compete with its rivals.

The Optimus UI 3.0 is a step-up from its previous incarnation, which was often criticized for being too similar to Samsung’s Touchwiz and not adding enough. Version 3.0 is a little more fluid and has “simpler” design to provide quick access to app. There’s also the Quick Memo annotation system and enhanced video playback that we mentioned previously, and a Pattern Lock feature that goes directly to a specific feature based on the pattern entered. So if you want to go directly to your most frequently used function instead of the home screen, a specific pattern would offer a shortcut.

Optimus UI 3.0 is a slightly tweaked version of the ICS-based software first seen on the LG Optimus 4X HD at Mobile World Congress. It will debut to consumers in the Optimus LTE II launching in Korea this week, then on the Optimus 4X HD launching in Europe next month.

It will be interesting to see how – and if – it attracts customers to the new slate of phones. LG has languished behind companies who have been more successful with their Android phones, but maybe solid hardware and better software might make those decisions easier.

The ability to unlock the phone by dragging anywhere on the screen

A new Pattern Lock that allows users to preset the most frequently used function, such as the camera, which automatically opens once the phone is unlocked;

A simpler version of Optimus UI 3.0 for new smartphone users which organizes the main applications so that they are the easiest to access

A new Voice Shutter that allows users to capture photos using only voice commands

A special camera feature that enables users to pick up the best shot among multiple images including the moment just before the shutter button is depressed

An Icon Customizer that provides an additional level of personalization by allowing users to set their own photos as icons and shortcut images

The addition of a Download category to the menu for easier organization.